New Zealand wine trails are to be revamped after studies show only 27 per cent of overseas travellers rate them as "superb".
Craig Wilson of Quality Tourism and Development this week described the study as "an issue, but ... also an opportunity".
Wineries working together could have a positive effect,because many travellers were interested in visiting more than one winery during their stay, he said.
After research overseas, Mr Wilson said the need to promote the Blenheim region in the summer was of less concern, as this was a traditionally a big visitor season.
Increased advertising on winter activities would help bring people to the region during the quieter winter months, an initiative that has been a success for a number of Canadian wineries, he said.
Classic New Zealand Wine Trail product and marketing manager Hamish Lowry said wine trails were ideal for a the new wave of "free and independent travellers".
The trail had revamped its website and brochures and designed new road signs similar to those seen along the Pacific Coast and Thermal Explorer highways in the North Island.
He said designs for the trail, which begins in Hastings and ends in Blenheim, had been taken to Transit New Zealand and were awaiting formal adoption.
He hoped they would be in place within a year, but said funding would be an issue and would require contributions from each council involved in the wine trail.
Classic NZ wine trail
What is it? An initiative of five major wine-growing regions: Hawkes Bay, Tararua, Wairarapa, Wellington and Marlborough. Developed as an unofficial touring route. Who funds it? Local authorities within the regions. Trade and Enterprise contributed $100,000. The next step Transit New Zealand is being lobbied to make the trail an official touring route.
